66 matcha Brand identity and Packaging Design

Everything began with a moment observed almost like a ritual: the instant when matcha meets milk. In that brief encounter, time seems to slow down. A silent dance unfolds, made of swirling curves and fleeting shapes that hover for a moment before merging into a single movement. This delicate, almost hypnotic choreography became the starting point of the creative direction imagined for 66matcha.

From this observation emerged an identity built around gesture, fluidity and sensation. The motion of matcha inspired a visual language composed of soft, continuous lines, a symbol in constant movement and a custom typeface designed to echo this harmony. More than a logo, the identity expresses an experience, a feeling, a ritual anchored in calm and intention.

The packaging range was conceived as a natural extension of this universe. Minimal, sensory and precisely controlled, it reinforces a contemporary and premium perception where every detail matters. A deep, muted green, almost monochrome, sets the tone, evoking a vegetal and soothing world that feels both rooted in nature and distinctly modern.

At the heart of the design, the visual motif appears through a subtle tone on tone embossing. It reveals itself gently under the light, inviting touch as much as contemplation. Rather than being immediately obvious, the packaging unfolds slowly, through texture and perception, reinforcing the idea of ritual and mindful use.

The ambition was to elevate a traditional matcha accessory into a contemporary ritual object, blending craftsmanship, minimalism and sensory experience, and transforming an everyday gesture into a moment of calm, attention and pleasure.